Bath & Body Works collaborates with Accenture

Bath & Body Works (BBWI) is collaborating with Accenture (ACN) to modernize, transform and simplify its core digital and technology platforms. This multi-year program is part of Bath & Body Works’ strategy to elevate the brand and leverage the latest technologies in digital, MarTech, AI and generative AI to drive growth. Bath & Body Works will also work with Accenture to create new and innovative capabilities like a digital Fragrance Finder, a gen AI-powered conversational experience to help customers find the perfect fragrance tailored to their individual preferences. This comes as Accenture’s Consumer Pulse 2024 research found that more than half of consumers are already open to using conversational AI solutions.